The Research On Hefei High Star Hotel Competitiveness Based On Customer Value Theory

With the development of China’s tourism industry, the hotel industry, as one of the three pillars in the tourism industry, has developed rapidly. According to the data from China Hotel Association in January,2012, the annual growth rate of Star Hotel was6%in the past3years, while the annual growth rate of the Five-Star Hotels was more than15%. According to the Mai Dian Tourism Research Institute’s data, Five-Star Hotels opening in the fourth quarter of2012accounted for nearly80%of hotels(Three-Star Hotels, Four-Star Hotels and Five-Star Hotels) opening at the same time, which have taken a main lead. It also reflects High Star Hotels have become the investment focus. With the development of Hefei economic level and the frequent business activity, Hefei High Star Hotels are a huge market. But with Hilton, the Westin, Howard Johnson, Crown Plaza and other International hotel brands and Imparks Grand, New Century, Jinling, Gloria and other domestic hotel brand entering, the hotel competition is becoming more intense, so how to enhance their own competitiveness, how to obtain more market share, are problems that must be considered. About the competitiveness of enterprises theory, there are a lot of researches from home and abroad, such as value chain management, enterprise culture and so on, but these focus on the competitiveness of enterprises from the internal perspective. With the change of market environment, scholars and enterprises began to pay attention to customers, so the customer value has become the focus of common concern in theory and business circles. It is seen as a new source of competitive advantage. How to use the theory of customer value has a significance to enhance the competitiveness of high Star Hotel.Based on the current situation of the development of Hefei High Star Hotels (Including hotels that were constructed according to the four and five star standard), and customer value research results from the domestic and foreign scholars. The paper establishes the model of customer values. Finally taking Hefei Kolam Gloria Plaza Hotel as a case, the author puts forward some related measures. The author hopes that this study will provide reference for Hefei High Star Hotels’ customer value management. And it will also promote the sustainable and healthy development of Hefei High Star Hotels. This paper is divided into six parts:The first part is the introduction, including the research background, the research significance, the research methods, the framework and the innovation points of the thesis.The second part will introduce the research situation, including the development of the theory of customer value and competitiveness of enterprises, discussion of the connotation and characteristics. And review and summary of the existing customer value theory and the theory of enterprise competitiveness.The third part briefly explain the definition and characteristics of high Star Hotel, and analysis of Hefei high Star Hotel development present situation and the relationship between tourism and High Star Hotels. Finally, anglicize the existing problems about the development of Hefei High Star Hotels, so it will provide the basis for Countermeasures of High Star Hotels development of Hefei.The fourth part will analyze of Hefei High Star Hotels’s competitiveness model based on the theory of customer value, relationships between customer value and the competitiveness of the hotel, and Customer value flow chartThe fifth part, combining with the features of Hefei High Star Hotels themselves, will put forward some concrete measures to enhance the competitiveness of Hefei High Star Hotels.The sixth part, taking Hefei Kolam Gloria Plaza Hotel for an example, will carry on case analysis, and introduce the hotel customer value status, find weak link in the development of hotel customer value and give some opinionsThe seventh part will have a conclusion and prospect, give a brief summary to the full text, and put forward the prospects for future related research.The main conclusions of this dissertation are:Firstly, the development of Hefei tourism is rapid. The adjustment of new regions has provided a good opportunity for Hefei tourism. With a good momentum of development in the tourism industry, Hefei High Star Hotels development scale is large and speed is rapid. The entrance of the international hotel brands further enhances the image and quality of Hefei high Star Hotel.Secondly, Hefei High Star Hotels’s development has some problems, such as the single source of customers, malignant competition, low-cost and Products homogenization serious.Thirdly, anglicize of the relationship between customer values and competitive, present customer value flow chart, and build customer value model.Fourthly, in the form of case analysis of Hefei High Star Hotels customer value dimensions, including:service quality, situational value, emotional value, social situation of value, geographical location, recognition value, monetary cost and non-monetary cost.Finally, on the basis of Hefei High Star Hotels competition situation, the thesis puts forward to develop the customer value as the center of the enterprise culture, builds customer value team organization and the development of personalized service, the establishment of customer value management system etc.